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February 28, 2013News for marketing professionals

  Breaking News 
  • Black is back as a means of signaling affordable luxury
    Makers of products including Beck's Sapphire beer and Renuzit air fresheners are using black packaging to "break through the clutter" -- only to find that it's a trend that rival companies have picked up on as well. But marketers know from experience (and new eye-tracking technology) that consumers perceive black packages as premium. "It's about finding new ways to signal affordable luxury," says Mike Cecil, senior brand manager at Dial. The Wall Street Journal (2/27) LinkedInFacebookTwitterEmail this Story
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  Company News 
  • J.C. Penney's misery mounts despite ad investment
    J.C. Penney's media spending reached a five-year peak in 2012, up 14% to $504 million, but sales were off 25% to $12.98 billion. "It's the worst performance that I've ever encountered in decades of covering retail -- there's nothing really to compare it against," says Gilford Securities analyst Bernie Sosnick. Under the guidance of CEO Ron Johnson, the brand changed media and sales strategies frequently last year. Johnson recently brought on former Coca-Cola marketer Sergio Zyman to consult with his team, and the brand changed its pitch to a letter-to-consumers format during the Oscar telecast. Advertising Age (tiered subscription model) (2/27) LinkedInFacebookTwitterEmail this Story
  • Ford looks for higher awareness of C-MAX hybrid with campaign
    A new multimedia campaign from Ford will tout the C-MAX Energi plug-in hybrid, which the automaker is launching this spring along with the Focus Electric, Fusion Hybrid and the Fusion Energi plug-in. The campaign will include outdoor, TV and cinema ads, as well as product integration on "American Idol" and the ABC cooking show "The Taste," where the C-MAX hybrid is the top prize. "C-MAX is rapidly gaining [awareness], but it's not where we want to be, so we are extending presence with media spend far deeper into this year than we typically would for a launch," says Ford's C.J. O'Donnell. MediaPost Communications/Marketing Daily (2/27) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • CPG marketers put digital calls to action to the test
    Reckitt Benckiser is attaching a call to action to all of its digital media, believing that a CTA triples return on investment, Jack Neff writes. "That's a back-to-the-future move for CPG marketers, which embraced the 'click here' and 'enter to win' admonitions of early internet ads but focused more on branding during subsequent decades," Neff writes. Although digital deals are also rising in popularity, Lysol Power & Free considered engagement enough when it ran a Facebook campaign pointing to a germ-zapper game. "The key principle is: If people are taking action, they're retaining information," said Chris Pape of Genuine Interactive, which worked on the campaign. Advertising Age (tiered subscription model) (2/25) LinkedInFacebookTwitterEmail this Story
  • Jagermeister campaign jabs at irresponsible drinking
    Jagermeister is featuring boxing trainer Freddie Roach in ads that emphasize the social responsibility of drinking with "a brother in your corner." The liqueur brand is making the campaign into a contest wherein sharing responsible-drinking stories makes participants eligible for a boxing-oriented trip to Las Vegas. Jagermeister's agency, Mistress, is releasing a video on how boxing trainer Eddie Futch was looking out for Roach at the end of his boxing career. MediaPost Communications/Marketing Daily (2/27) LinkedInFacebookTwitterEmail this Story
  People & Personalities 
  • How a pool company was saved by a dive into content marketing
    When the swimming-pool industry collapsed along with the housing market, River Pools and Spas founder Marcus Sheridan shifted from $250,000-a-year media ad strategy to content marketing via blogs and video posts. That cut marketing costs to a fraction and saw the company through the recession. Sheridan positioned himself as an industry expert by responding to questions about pools others were reluctant to answer. "If you really want to understand the power of inbound marketing, it comes down to this idea: I want to have the conversation at my house," he says in this interview. The New York Times (tiered subscription model) (2/27) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • Advertising Hall of Achievement 2013 Call For Nominations
    The American Advertising Federation's Advertising Hall of Achievement is the industry's premier award for outstanding advertising professionals age 40 and under. AAF established this program in 1993 as a way to recognize young advertising professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel.

    Nomination Deadline: March 8, 2013 | Nomination Form LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

Anybody who claims to read the entire paper every day is either the world's fastest reader or the world's biggest liar."
--Arthur Ochs Sulzberger, member, Advertising Hall of Fame

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